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Optimizing Match Rates

To ensure you are getting the best possible match rates on your cAPI calls, consider the following opportunities:

1. Cleanse email values before they are hashed. Ensure all emails are:
   1. Trimmed (remove spaces before the prefix/after the extension)
   2. Lower cased
   3. Cleansed of any "+" parameters in the prefix (ie. [email protected] -> [email protected])
   4. Cleansed of all "."s in the prefix (ie. [email protected] -> [email protected])
   5. Cleansed of special characters and spaces
2. MD5 (em) format will generally provide better performance
3. Include as many IDs/types as you can on each call (ie. both MD5 and SHA256)